Companies within the jeans industry are increasingly adopting faster, more efficient methods to create jeans with sought-after fades and bold designs, while hand finishing remains a part of the industry.
Hand finishing remains a part of the jeans industry, but companies throughout the supply chain are increasingly adopting faster, more efficient methods to create jeans with sought-after fades and bold designs.
The Fast Fade collection offers five rigid fabrics: two indigo shades and three black shades. The shades were engineered to respond to laser and wash processes so surfaces open up, brighten and develop contrast rather than fading flat. The fabrics are made with blends of conventional cotton, Tencel and Second Life, Soorty’s own traceable denim-to-denim recycled cotton. ’s facilities in Pakistan to work on-site with the development team.
Their work was followed by reciprocal workshops at Jeanologia’s headquarters in Spain.
“We trust Jeanologia’s expertise in innovative laundry technology completely—and that trust creates the right conditions for genuine exchange,” said Alper Cataloglu, Soorty Fabrics VP product development. “Sharing knowledge, sparking new ideas, learning from each other: this is what feeds both companies and pushes the work further. In this project, we also brought our fabric technology insights to the table, making it a truly two-way conversation.
”Denim industry consultants say Lee's ideal buyer would be one that actively reinforces the brand's workwear heritage rather than simply monetizing it. WWD and Women's Wear Daily are part of Penske Media Corporation. © 2026 Fairchild Publishing, LLC. All Rights Reserved.
Jeans Industry Hand Finishing Faster Methods Innovation Jeans Production Technology
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